Contact Viktor & Rolf and let them know what’s problematic about this advertisement. Follow the link to tell them their advertisement stinks!
archive: Viktor & Rolf’s Bonbon smells like misogyny
Questions to Consider:
- What product is being advertised?
- Who is the target audience?
- What message is Viktor & Rolf conveying about women who buy this product?
What We Think:
Viktor & Rolf have gift-wrapped their new Bonbon fragrance…and their model, too! It’s hard to tell what in the world this advertisement is showcasing—the words tell us one thing, but the visual is quite a different story. Here’s an excerpt from the Saks Fifth Avenue website, Bonbon’s exclusive carrier: “It is a haute confection that fuels desire through a scent so irresistible, it is nearly edible…While wearing a bow is a personal, decorative experience; unwrapping one signifies a celebratory occasion.” The woman in Viktor & Rolf’s ad is displayed as something sweet to consume: an object to unwrap like a chocolate bar or the bottle of perfume sitting in her lap. Putting a bow on a bottle of fragrance? Fine. Putting a bow on a naked woman? We’re not down with that. — Kendra De Nike & Caitlin Wire
Where We Saw It:
May 2015. ELLE magazine.